Meta has rolled out a new suite of advanced, AI-driven messaging solutions aimed at helping Thai businesses enhance customer connections and “Maximize Profits with Conversations,” the theme of its annual Business Messaging Summit held in Bangkok on Wednesday. The move signals Meta’s deepening commitment to empowering the Thai market with sophisticated tools to fuel economic growth.
The launch comes as conversational commerce solidifies its role as a critical engine for business success in an increasingly complex global economy. In Thailand, the trend is particularly pronounced. A 2025 study by market research firm Kantar revealed that messaging is no longer just a communication channel but a powerful driver of growth. The study found that an overwhelming 95% of surveyed Thai businesses reported improved customer experiences using messaging, leading to a remarkable 55% increase in converting leads into sales.
This shift is mirrored in consumer behavior. The same study highlighted that 74% of Thai consumers prefer to communicate with brands in the same conversational manner they use with friends and family.
“Messaging remains people’s favorite touchpoint when it comes to interacting with the brands they love and the businesses they discover,” said Prae Dumrongmongcolgul, Country Director of Facebook Thailand, during the summit. She noted the massive scale of these interactions, with “600 million conversations happening between people and businesses every day in the Meta ecosystem.”
The data further cements messaging’s dominance in Thailand. According to Kantar, 81% of Thai adults message a business at least once a week, and 73% have discovered new small and local businesses through messaging platforms, establishing it as a key tool for discovery.
Business AI and Hyper-Personalization
At the heart of Meta’s new offerings is the integration of generative AI to make customer engagement more personal and efficient. This aligns with local sentiment, as the Kantar survey showed that 68% of Thai consumers find interactions with AI-powered chatbots helpful.
“We envision a future where every business can seamlessly engage with their customers through AI,” Dumrongmongcolgul stated. “Our goal is to make it accessible for every business to leverage the power of AI in their customer interactions.”
New Tools to Optimize Growth
To help businesses capitalize on these trends, Meta introduced several new solutions designed to drive performance across the entire customer journey:
Click-to-Messaging (CTM) Ads: Analysis has shown these ads, which direct users to Messenger or Instagram Direct, are highly effective. A review of 28 A/B tests revealed that CTM ads have a more than 99% probability of outperforming traditional conversation optimization ads, delivering a median 20% lower cost per purchase.
Opportunity Score: This new real-time optimization tool uses machine learning to provide businesses with actionable recommendations to improve campaign performance. Early adopters have already seen a median 12%decrease in cost per result.
Seamless Payment Integration: Now fully available in Thailand, the ‘Transfer with Your Payment App’ feature allows customers to complete purchases within Messenger by seamlessly linking to their local banking apps, including K Plus, and the newly added Krungthai Next and SCB Easy. This integration aims to reduce friction in the payment process, decrease cart abandonment, and boost conversion rates.
These innovations are part of Meta’s broader suite of AI-powered advertising technologies, which have generated hundreds of billions in global sales and delivered advertisers an average return on investment (ROI) of $3.71 for every dollar spent. By converging conversation, automation, and payment, Meta is positioning its messaging platforms as an all-in-one ecosystem for Thai businesses to not only connect with customers but to thrive in the digital economy.
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